Advances in Economics, Business and Management Research, volume 167 Proceedings of the 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021) The Effect of Services Quality on Tourist Satisfaction and Tourist Loyalty Neffi Sulkaisi1,*, Idris2, Felia Siska1 and Irwan1 1STKIP PGRI West Sumatera, Padang City 25137, Indonesia 2Padang State University, Padang City 25137, Indonesia *Corresponding author. Email: [email protected] ABSTRACT This study explores the influence of service quality variables, tourist satisfaction and tourist loyalty. This study involved 156 tourists who visited the Aditywarman Museum, then analyzed using the SEM method. The results showed that there is a direct influence between the variable service quality on tourist satisfaction and tourist loyalty and an indirect influence between service quality and tourist loyalty through tourist satisfaction variables. Keywords: Services; Satisfaction; Loyalty; SEM attention from the government regarding the standard services they provide to tourists. 1. INTRODUCTION The aim of this research is of this study is to research the influence of intermediates services quality on tourist In recent years, the event of the tourism industry has satisfaction and tourist loyalty, the influence of tourist become an increasingly important research and policy satisfaction on tourist loyalty, and therefore the effect of topic. Consistent with the UNWTO (2018), a growing service quality on tourist loyalty that's mediated by tourist number of nations consider tourism to be the simplest satisfaction. Travelers who like traveling they're trying to alternative for economic recovery. However, the sole find our satisfaction with the standard of service they thanks to achieving sustainable tourism development are to receive. Satisfied tourists will become loyal to the tourist produce every tourist with a satisfying and memorable attraction. The statement is supported by the results of the travel experience, (Mossberg; 2007). One country that's study of the authors try this standard of service been developing tourism in Indonesia, specifically the town encompasses a positive effect on satisfaction and loyalty of Padang. and indirectly affects the standard of service on tourist Under regional development goals and therefore the loyalty mediated by tourist satisfaction. From the Padang Municipality plan, it's been established that the background and in step with previous experts who stated town of Padang functions as a middle for development and that service quality features a positive effect on tourist "Doors the gate" of tourism in West Sumatra. The town of satisfaction and loyalty; (Keshavarz and Ali 2016). The Padang has a bonus in sector tourism. Padang city has author is fascinated by doing this research, but the authors diverse and interesting tourism objects to be developed, add a mediating variable to live the indirect effect between like art tourism, nature tourism, historical and service quality on tourist satisfaction and tourist loyalty. archeological tourism, traditional and cultural tourism which are interesting to go to. One every one of the attractions within the city of Padang is that the 2. LITERATURE REVIEW Adityawarman Museum, from 2014 to 2019 visitors to the Adityawarman Museum experience fluctuations each year. With the event of lifestyles and tourism objects increasingly touch the daily lives of everyone. Travel and 2.1. Services Quality vacation have become a priority, so each tourist attraction must provide quality services to be able to Amid the The success of a public institution is Inseparable from the Emergent of recent Attractions. standard of the services they provide to service users. This The weightiness of this research is thanks to the becomes a necessity for the bureau to concentrate on the importance of the tourism industry in Indonesia, especially services they supply to users of their services. Over the the town of Padang. The tourism industry plays a vital role past few decades, the standard of service has attracted in the economic process of the town of Padang and plenty of attention from practitioners. Gronroos (1984), therefore the Adityawarman Museum contributes to the defines service quality as a result of the evaluation process, economic process of the town of Padang through local within which the customer compares his expectations with revenue (PAD). Therefore, tourism should receive serious the service he feels while he's receiving. Factors that influence service quality parasuraman (1996), namely (1) Copyright © 2021 The Authors. Published by Atlantis Press B.V. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 1 Advances in Economics, Business and Management Research, volume 167 personal needs, (2) past experience, (3) word of mount communication (4) external communication. Thus the Tourist standard of service is produced by the provision of Satisfaction adequate facilities, additionally to the existence of operations that have many factors in determining the success of the management of a tourist attraction. Services Tourist Advances in technology and other fields require the Quality Loyalty tourism office as a tourist attraction manager to supply quality services. The characteristics of service quality per Kotler (2016), Figure 1. Conceptual Framework service characteristics include (1) Intangible, (2) Inseparability and (3) Variability. This study uses a service Hypothesis: quality approach that's widely used as a reference in Hypothesis made during this study are as follows research is that the SERVQUAL (model service Quality). H1: Services quality encompasses a positive and Per Parasuraman 1988, the service quality dimension significant effect on tourist satisfaction (SERVQUAL) consists of 5 dimensions, namely: tangible, H2: Service quality contains a positive and significant reliability, responsiveness, assurance, and empathy. effect on tourist loyalty H3: Tourist satisfaction includes a positive and significant effect on tourist loyalty 2.2. Tourist Satisfaction H4: Tourist satisfaction has mediated the influence between service quality and tourist loyalty According to Kotler (2016), satisfaction (satisfaction) is that the feeling of enjoyment or disappointment incurred for comparing the performance of a perceived product 3. PROBLEM AND METHODOLOGY (result) to their expectations. If performance fails to satisfy expectations, the customer is going to be dissatisfied. If the performance is in line with expectations, the customer is satisfied. During this study the determinant indicators of 3.1. Problem satisfaction are (1) the amount of consumer or service user expectations, (2) the amount of performance provided by West Sumatra Province also has great potential for power the corporate or service provider, this can be in line with tourist attraction is seen from the aspects of culture, natural research conducted by John Mardhatillah (1977) in serqual. conditions, flora and fauna, beautiful beaches and lakes, historical places, and so on. Tourism objects in West Sumatra Province, include Sianok Gorge, Anai Valley, 2.3. Tourist Loyalty Maninjau Lake, Singkarak Lake, Above Lake, Dibawah Lake, Batu Malindundang and Mandeh If tourist satisfaction concerns what's expressed by tourists, Tourism Resort. Apart from its geographical and natural then tourist loyalty is said to what tourists do. Therefore beauty, West Sumatra Province also has historic sites, satisfaction parameters are more subjective, harder to high-value and unique cultural centers such as the Batu quantify, and tougher to live than tourist loyalty (Tjiptono, batikam in the Lima Kaum Tanah Datar. The building area, 2016). consistent with Valle, et al (2006) an indicator of a the tomb of the king in Tanah Datar. Jam Gadang, and Fort tourist said to be loyal are often assessed from de Kock in Bukittinggi, Entering the era of globalization, (1) intention to return (2) willingness to recommend. for competing data in the tourism sector, it is very much determined by the quality of service provided by the service provider. 2.4. Conceptual Model and Research Of many tourist objects found in the city of Padang, the author writes about the Adityawarman Museum which is Hypothesis located at Jalan Diponegoro Number 10. The The conceptual framework could be a temporary Adityawarman Museum Shas Various collections both conclusion from a theoretical review that reflects the from Minagkabau culture itself and from foreign connection between the variables studied. this can be a collections. requirement to resolve problems in research and formulate The Adityawarman Museum has various collections both hypothesis. from Minangkabau culture itself and from foreign collections. The collections owned by the Adityawarman The data amount Travelers Museum Adityawarman from years 2014-2018can be seen in Table 1. 2 Advances in Economics, Business and Management Research, volume 167 Table 1. Number of Tourists Visiting the Adityawarman Museum in 2014-2018 Month Amount Percentage 2014 120,838 2015 124,382 1.03 2016 124,556 1.00 2017 126,884 1.01 2018 130,469 1.03 Source: Processed Data from the Adhityawarman Museum, (2019) Based on the table above, it can be seen that visitors to the Adityawarman museum attraction has experienced an Figure 2. Structural Equation Model (SEM) of increase in visits every year by only 1% each year. Thus, it Research is appropriate for the manager of the Adityawarman